Representation of Hedonistic Lifestyle in Jeffree Star’s Youtube VLOGS: Roland Barthes’ Semiotics Analysis

ABSTRACT : Youtube is a form of social media where users can share contents in the form of audio-visual or video. Youtube is a social media that is in great demand by the public, including the Jeffree Star account, which has many videos of various types and content, one of which is a video blog that promotes the hedonistic lifestyle. This broadcast on Youtube is a new medium that is effective in constructing symbols and meanings of messages described through visualization of images. Hedonism is a notion that embraces pleasure as the best morality, it has an impact on negative attitudes that concern the ethics and morals of a person in society such as the emergence of indifference, individualism and selfishness. In this study, researchers analyzed the representation of Jeffree Star’s hedonistic lifestyle on Jeffree Star’s YouTube account using a qualitative descriptive research methodology, using Roland Barthes’ semiotic analysis consisting of denotative, connotative, myth / ideological meanings. The results of the research that have been analyzed show that there are contents that reflect the hedonistic lifestyle which can be seen from the meaning of denotation, connotation and myth. Hedonism is represented by Jeffree Star in the video blog scene showing the characteristics of hedonism which include activities, interests and opinions. For example, such as worldly pleasures, spending time, buying or consuming something excessively, a free lifestyle, always wanting to be recognized and not wanting to be matched by anyone.
KEYWORDS: Representation, Jeffree Star, Hedonistic Lifestyle, Youtube, Semiotics, Roland Barthes